More Related Content More from Rossitza Ohridska-Olson (20) Country Branding From A Global Cultural Tourism Perspective1. country branding
from a global cultural tourism perspective
A comparison between
Future Brand Country Brand Index
and Anhold GfK Roper Nation Brands Index
2009 edition
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2. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part one: the BIG picture
Barack Obama in Berlin 2008 in front of a 250,000 people crowd
The winner:
USA
Widely attributed to
President Barack Obama
The winners:
European countries
(6 out of 10 in top positions)
The winner country brands:
USA, Italy, Spain
(equal rank in both indexes)
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3. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part two: the economic aspects
The winner:
USA
The country with the largest
GDP in the world
The winners:
EU Countries
The largest GDP as a group
6 out 10 top 10 positions in
both Indexes
The loosers:
China, Russia, Brazil,
economic superpowers
with not so great country
branding in both indexes
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4. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part two: the economic aspects
The winner:
USA
Powerful brand coinciding
with real world power
President Medvedev at the World Economic Forum, Davos
The place where economic superpowers meet
The looser:
Russia
The only one G-8 country
with week brand
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5. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part three: history, arts and culture aspects
The winners:
Italy, France, UK,
India, Egypt,
In top 10 both in
CBI and NBI
Altamira Cave in Spain, one of the oldest prehistoric
art examples in the world: 25,000 25,000 years old
The loosers:
Spain, Russia, Mexico,
Countries with millennial
history not in the top 10
of CBI. Not clear if they are
in top 10 in NBI
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6. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects
The winners:
US, France, Italy, UK,
Germany & Spain
In top the top 10 country
overall country branding
Hagia Sophia, Istanbul, Turkey: one of the most visited
UNESCO monument. Virgin Mary majolica mosaic detail
The loosers:
Turkey, Ukraine, China &
Mexico
In the top 10 most visited
countries in the world, but
with underperforming overall
country branding
© 2009 Cultural Realms | A Vizantia Enterprises Company
7. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects
The winners:
US, France, Italy, UK,
Germany & Spain
In top the top 10 country
overall country branding
Kiev, the Gift Chapel, Ukraine. Photo: Sera TJ
The loosers:
Turkey, Ukraine, China &
Mexico
In the top 10 most visited
countries in the world, but
with underperforming overall
country branding
© 2009 Cultural Realms | A Vizantia Enterprises Company
8. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects
The winners:
US, France, Italy, UK,
Germany, Australia & Spain
In top the top 10 country
overall country branding
Vienna, Austria Photo: scottpartee
The loosers:
Turkey, Austria & China In
the top 10 most visited
countries in the world, but
with underperforming overall
country branding
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9. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects
The winners:
US, France, Italy, UK,
Germany, Australia & Spain
In top the top 10 country
overall country branding
China Great Wall Photo: Christopher Chan
The loosers:
Turkey, Austria & China In
the top 10 most visited
countries in the world, but
with underperforming overall
country branding
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10. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects
The importance of tourism
branding dimensions
All countries in top
10 positions in country
branding are also in top
10 country tourism brands
Taj Mahal, India Photo:Beta Design
Not enough:
Countries on top 10 positions
in tourism branding are not
always the most popular
country brands, like India,
Singapore, China, etc.
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11. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects: fact check
The importance of tourism
branding dimensions
Is it really important? For
major tourism destination
Countries (USA, France,
Italy, China, Spain, etc. )Yes!
Duffey Lake, Canada, Photo: Jacques Daigneault
Tourism branding does not
automatically means more
arrivals:
Canada and India are not
among the top 10 in
International Arrivals.
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12. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects: fact check
The importance of tourism
branding dimensions
When it comes to “show me
the money” factor, tourism
branding plays a major role
Fushimi Inary, Koyoto,, Japan, Photo: JPellgen
Tourism branding does
translate into international
tourism receipts
Exception: Japan, who is not
in top 10 of Receipts, but in
top 5 in tourism branding in
CBI composite
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13. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part four: tourism aspects: fact check
Hard data vindicates the top
10 tourism brands when
it comes to country tourism
and travel competitiveness
France, Spain, Germany,
Canada, USA, Australia
& Singapore
Geneva, Switzerland, Hotel de la Ciigogne, Photo UGGBoy
Or almost…
Exception: the number 1, 2 &
7 countries best prepared to
compete in travel and
tourism are not among the
Top 10 in country branding
for tourism in the CBI
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14. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part five: trends: cultural tourism rules
Countries with strong cultural
tourism brands are also among
the most visited countries:
France, China, Italy, UK, and
Germany
Luxor, Egypt Photo: Charlie Phillips
There is not any other category in country branding for business, sports, events,
Or almost…Exception:
shopping, adventure, natural beauty, or other tourism branding dimensions, Egypt, India, Peru, Greece,
which number ones are among the most visited countries worldwide. Jordan and Israel
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15. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part five: trends: cultural tourism rules
Countries with strong cultural
tourism brands are also among
the countries in the top 10
in tourism receipts.
France, China, Italy, UK, and
Germany
Petra, Jordan. Photo: Carrie McDougall
Or almost…Exception:
Egypt, India, Peru, Greece,
Jordan and Israel
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16. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part five: trends: from cultural tourism to creative tourism
Countries with important l
development of their cultural
Industries are the winners
In cultural tourism branding
India, Italy, France, China, UK
and Germany
UNESCO World Heritage Site, Machu Picchu. Photo: Carrie McDougall
Exceptions: Egypt, Peru,
Greece, Jordan and Israel
Engagement traveler – a step forward to a real
creative tourism
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17. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part six: conclusion
When it comes to
global cultural
tourism, the overall
country branding is
helping more than
country tourism
branding based on
cultural heritage. In
this comparison,
FutureBrand CBI
has more value for
practitioners, since
from the table is
obvious that even
the position of the
countries best
branded for
cultural tourism
coincides to their
overall country
branding.
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18. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part six: conclusion
Importance of the
creative industries
dimensions for cultural
tourism: Six out of the
10 top 10 brands in CBI
and 7 out of the top 10
of NBI are among the
top 10 in creative
industries exports
worldwide – a serious
country brand driver
and indispensable
ingredient in the next
state of the cultural
tourism – the creative
tourism.
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19. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
part six: conclusion
As a conclusion, National Brands
Index is more useful for research
institutions with large budgets and the
highest level of policy makers in rich
governments. Country Brand Index is
targeted to practitioners and has
much move value for cultural tourism
hands-on strategy advisors,
consultants, DMOs, CVBs and tour
operator managers and much more
accessible for small and medium
enterprises, not so affluent countries
and individual tourism strategy
consultants.
© 2009 Cultural Realms | A Vizantia Enterprises Company
20. country branding: a comparison between Country Brand Index (CBI) and Nation Brands Index (NBI)
More information:
Author: Rossitza Ohridska-Olson
The opinions expressed in this presentation and my personal blog
are not the opinions of the companies who created the indexes.
They are my personal observations and are not sponsored or
influenced by any of the authors of the analyzed documents.
This comparison was prepared based on Country Brand Index (CBI) by
FutureBrand and Anhold GfK Roper Nation Brands Index (NBI).
You can find and download the CBI summary at: http://futurebrand.com/cbi
You can find the NBI summary at:
http://www.simonanholt.com/Publications/publications-other-articles.aspx
Full text of my analysis at: http://culturalrealms.typepad.com. Please post your comments directly on
the blog or write me at: rokambur@gmail.com
© 2009 Cultural Realms | A Vizantia Enterprises Company